Mag. Ksenia Khalina


Vorstandsmitglied, Global Executive Director | Virtual Entrepreneurship Program, PWN Global

Abschluss: MBA, MARKETING WEEK BS, London

Vienna, Austria

About me

International Business Leader with strong entrepreneurial spirit, profound expertise, significant achievements, and accomplishments in Consumer Marketing, Digital and E-commerce, CX, Sales, Trade- and Shopper Marketing in leading multinational B2C & B2B companies.


Marketing strategy
Business Transformation
Brand Marketing
Shopper Marketing
Occasion-based Marketing
Category Development
Digital Marketing
Pricing Strategy
Channel Strategy
End to End Customer Journey
Consumer & Shopper Insights
Sales Strategy
Sales Effectiveness
Brand Architecture
Brand StoryTelling
Trade Marketing
Leadership Insights
Project Efficiency
Communication & Advertising
Event Management
Portfolio Management
People Management
Change Management
Omni-channel Retailing
Consumer marketing
Value Chain Management
Training & Coaching
Project management


Professional experience for Ksenia Khalina

  • Current 7 months, since Jul 2021

    Global Executive Director | Virtual Entrepreneurship Program

    PWN Global

    In line with the PWN's Global vision of gender-balanced and inclusive leadership, I lead a team of volunteers to design and implement digital / virtual Entrepreneurship Programs and activities that help women around the world unlock and realize their entrepreneurial potential, become self-aware, overcome psychological and social barriers, and build self-confidence through the acquisition of professional and leadership skills and knowledge.

  • Current 2 years and 3 months, since Nov 2019

    Director Marketing & PR

    RANDOS Relocation and Office Service GmbH
  • 4 years and 2 months, Sep 2015 - Oct 2019

    Head of Global Trade & Shopper Marketing

    Heineken International

    As a Management Team member is responsible for shaping global Heineken® brand strategy as well as Shopper & Trade Strategy and Brand Activation part of all Integrated Marketing Campaigns.

  • 2 years and 8 months, Jan 2013 - Aug 2015

    Director Marketing HEINEKEN CEE Export


    As Management Team member responsible for development & implementation of long- & short-term Business Strategies in the CEE Export markets: Portfolio & Brand strategies, Channel & Category; Occasion-based & Trade Marketing Operational excellence; Innovation Strategy; Integrated Marketing Campaigns (from TV Commercials to PICOS on shop floor); People and Change management. Launch of production sites in Ukraine, Albania and Georgia.

  • 3 years and 8 months, May 2009 - Dec 2012

    Head of Channel & Category Development CEE Region

    Heineken CEE

    Development and embedment of Channel, Shopper/Trade Marketing & Category Capabilities in Heineken CEE Region; Lead in development of strategic processes: Channel Strategy, Segmentation, Channel Activation, Shopper Insights; Development & conduction of the Channel & TM Capabilities trainings for Heineken CEE Managers; Creation of Global Heineken Trade Marketing Portal; Sales Development Program: Training Modules & Master Trainers in CEE

  • 5 years and 1 month, May 2004 - May 2009

    National Director, Commercial Marketing, Heineken Russia


    Being a member of the Commerce Management Team of HEINEKEN Russia, established & led Commercial Marketing department of more than 100 people and developed Trade & Shopper Strategies for a broad portfolio of brands, implementation of which as part of Company strategy brought the growth of volume and doubled MS from 7% to 15%, making HEINEKEN Russia #1 (volume wise) Operation Company of HEINEKEN worldwide in the year 2008.

  • 3 years and 1 month, May 2001 - May 2004

    Senior Group Brand Manager

    Chupa Chups Russia

    Brand MAnagement: Brand Strategy & Operational Plans development & implementation for Strategic; Development and execution of Brand Communication: Creation of TV Commercials (for Russian and Spanish markets), Media planning;Innovations: Brand & Product development. Launch of sugar-free caramel category

  • 3 years and 4 months, Mar 1995 - Jun 1998

    Trade Marketing, Key Account Manager


Educational background for Ksenia Khalina

  • 2018 - 2018

    mini MBA Marketing


  • 2012 - 2012

    Business Administration and Management (HIMAC)


  • 2008 - 2008

    Executive Education, Marketing


  • Master of Architecture



  • English


  • Russian

    First language

  • German



Digital Business Transformation
Brand StoryTelling
Category development & management
Shopper Marketing
Customer Experience
Touchpoint Analysis


Arts (drawing)
Antara gymnastic

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